CONVERTING NON-SENDERS

The industry is investing in alternative greetings as a means to jump-start a mature, flat market and convert non-card senders.All three players are expanding or creating new alternative lines. Over the last decade, the alternative category has grown to represent from 10% of all greeting cards to between 30% and 40%, according to industry estimates.Cincinnati-based Gibson Greetings' strategy has been

The industry is investing in alternative greetings as a means to jump-start a mature, flat market and convert non-card senders.

All three players are expanding or creating new alternative lines. Over the last decade, the alternative category has grown to represent from 10% of all greeting cards to between 30% and 40%, according to industry estimates.

Cincinnati-based Gibson Greetings' strategy has been to break the boundaries of traditional exclusivity contracts with retailers